Today Samsung kicks off a week-long “Discover Samsung” event, supported by NFT and a treasure hunt via their Discord community.
Samsung launched its Discord community, or server, in June. Earlier this year, they also opened a presence on Decentraland called the Samsung 837X and that location will host virtual events throughout the week.
By linking multiple metaverse touchpoints to other legacy digital channels like Samsung.com, the brand is showing how these emerging experiences can bring young consumers to traditional fall sales events.
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Read next: 4 key strategies for launching the NFT brand
Look for clues. Fans of the brand will receive a series of three questions about Samsung’s Discord server. They’ll find answers to questions somewhere on Samsung.com or Discord.
Once this part of the game is complete, Discord users will submit their MetaMask wallet address to Discord for a chance to win an NFT worth up to $ 500 in discounts on Samsung products.
NFT and price. Attendees will have until 5 p.m. ET on September 14 to answer questions. The next day, Samsung will deposit the NFTs to the user and each NFT will have a randomly assigned value of $ 0 to $ 500.
Attendees will then be able to redeem their NFT for an online certificate to use for purchasing Samsung products at the event.
In addition to all those who receive an NFT of a certain value, 30 winners will receive other prizes totaling $ 10,000 in gifts.
Commercial events of the Metaverse. Samsung will also hold sales events at the Samsung 837X. These live streaming events will feature products drawn from the wish lists of real users on Samsung.com.
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Why do we care. It’s not just about planting a flag in the metaverse. Instead, it’s about what brands do once they and their customers get there.
This metaverse campaign contains the familiar elements of lotteries that have been a part of marketing for centuries. There are discounts and other rewards that strategically look like loyalty programs as well. This promotion updates the strategy by making it fun with a digital treasure hunt involving members of the Metaverse community on Discord and Decentraland.
Macy’s and Old Navy have also abandoned NFTs as part of the seasonal celebrations. Widespread distribution of special clothing for virtual pets. The most promising executions are part of a longer, multi-stage roadmap, the kind Under Armor is putting in place for 2022, 2023 and beyond.